Posts

Last up at the Content Marketing and Webediting conference is Andrew Davis. His keynote was about less content with more success. I really enjoyed listening to this talk. Lots of examples that I can hardly share in a blogpost. I'll link to the presentation as soon as it's published somewhere.

Key messages from his talk were: We should create content brands, not branded content. It must relate to a subscription. Build a relationship with your audience before they need you.Content brands build relationships, relationships build trust and trust drives revenue.How do you do that? Think like a tv executive.
He had 5 secrets to achieve this (of which I missed one... sorry, it's been a long day): get rich, focus on a nichethink in fractals, explore your nichesexploit content holes… missed this one (will look it up and update this later…)create a hook
That wraps up a great conference, although I'm biased because we organize this conference. Happy to say I spoke to many smart a…

Do you know the difference between multi- and omni-channel? Noz will answer this question during his talk.
Overt selling has given way to problem solving. Sweeping statements have given way to conversation-like message. (Rose)
Good example of omni-content: cards Google is showing based on searches. E.g. showing the opening times of a supermarket when you Google for it, instead of showing you a link to the site of the supermarket.
There are more and more channels and there's more and more need for personalization of content.
We’re realizing content is the strategic business asset, not the deliverable that wrap it. Content is vital across channels.

We must:fix the content (make it media-agnostic; make is reusable, well-modelled; apply semantic metadata; apply audience, applicability and context metadata to decide where and when to route it)assem…

I’m sharing some of my notes from the Content Marketing and
Webediting conference I’m attending today. First up is Margot Bloomstein about content
strategy using slow content for long-term change.
How to give people the right content in the right context?
Margot’s definition of content strategy is: planning of the
creation, delivery, and governance of useful, usable, brand-appropriate
content.
Margot’s talk is structured around the following ways to
slow down your users with content:
1. Editorial style and structure
Points to tracking personal data. Lots of uptick around
phone and apps to share and capture personal data (Fitbit and the like), but
they don’t happen to good at long-term change. On the other hand 10Q is a good
example of using content for long-term change.
Content affects experience… and the user’s perception it.
Frustrating activities feel slow, but if the activity make
happy it does not feel slow.
2. Discover and comparison-style content type
Think the pathway through…

I’m on my way back from my visit to Stockholm. I was honored to speak at one of Kristian Norling’s Intranatverk conferences. I’ll share my insights from the conference in another post and start with sharing my slides and the story around the slides with you. Please find my slides here:The importance of Why for intranets and digital workplaces #intranatverk from Samuel DriessenSurprise
My talk was about the importance of Why for intranets and digital workplaces. The reason to talk about this topic is my surprise about how often organizations don’t answer the why question and just focus on the what, when and where of intranets. (Research on Swedish and Finnish intranets underlined this. I’ll share more about this in a following post.) I think this is problematic and leads to intranets and digital workplaces that don’t have (enough) value.

Endless debates
When we talk about ‘why’ we could easily get into endless philosophical, demographical or cultural discussions. About why we don’t ask …